广告主衡量数字广告投放效果方式的转变,也对数字广告媒体采购端向按受众购买倾斜提出了迫切的要求。在数字广告掌握了越来越多广告市场话语权的今天,数字广告投放市场在全球范围内,特别是欧美等数字广告较为发达的地区,出现了媒体采购端的导向性转变——由按内容购买向按受众购买的方向发展。从目前中国地区的数字广告发 Advertisers measure the effectiveness of digital advertising changes in the way, but also for the digital advertising media procurement side to the audience by the tilt of the purchase made an urgent request. In today's digital advertising has gained more and more voice in the advertising market, digital advertising market in the world, especially in Europe and the United States and other more developed digital advertising, there has been a media-oriented procurement side - from the content of the purchase To the audience by the direction of purchase. From the current digital advertising in China hair